One of the biggest problems with the implementation of modern SEO approaches is the difference in SERP rankings between professional tools. What exactly do you do when some of your pages rank in position eight when viewed in Ahrefs, but they don’t even break the top ten in SEMrush? The problem is, a lot of times, external SEO tools show positions that are different than what’s actual when conducting a manual Google search. But here’s the thing: These differences are not errors, as external SEO tools never claim to utilize the same algorithmic data in use by Google.
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SEMrush vs Ahrefs is actually more about one data collection system versus another. Both tools have the same goal: to help you collect the necessary data for the implementation of modern SEO techniques. But there are differences in how these applications interpret search data. In this post, we will explain the ranking data differences between manual Google searches and SEMrush/Ahrefs, we will break down how each tool operates, and we will hopefully help you choose the right program for the specifics of your business.
SEMrush vs Ahrefs vs Google Search
Why Are There Differences Between Ahrefs, SEMrush, and Google Rankings?
Differences in data interpretation are pretty normal, as none of the aforementioned applications work exactly in the same way. SEMrush and Ahrefs maintain a substantial keyword and SERP database that lies at the heart of the KPIs interpretation services made possible by the utilization of these applications. But the updates to these databases are implemented at different times and with different frequencies.
The rankings you see in SEMrush and Ahrefs are just an approximation, an educated guess about the algorithmic data in use by Google. It’s not real-time information. It’s a snapshot that’s heavily influenced by personalization factors. SERP rankings can be influenced by:
- Search history
- Language settings
- Device
- Location
Plus, the implementation of modern search features and new ranking factors can modify the accuracy of rankings interpreted by third-party SEO tools. It doesn’t matter if we are talking about SEMrush vs Ahrefs. SEO tools, by definition, are playing catch-up with the algorithms in use by Google, and therefore, their goal is not to replicate Google results 1/1, but rather to identify patterns across large datasets that can be utilized for the implementation of in-depth SEO tasks.
Third-party Google ranking checkers cannot be 100% accurate, as they use their own crawlers and databases. In an ideal world, they would have access to Google’s live index, but that’s unfortunately not exactly possible. Therefore, their rankings are estimates and are based on sampled data. But it doesn’t really matter if they are perfectly accurate or not, as external SEO tools can still identify trends and keyword opportunities, while being useful for backlink analysis or site audits. Therefore, for rank tracking, in-depth optimization purposes and the implementation of expert SEO services for online businesses, tools such as SEMrush vs Ahrefs are an absolute necessity.
SEMrush vs Ahrefs
SEMrush vs Ahrefs: Main Differences
Ahrefs
Unlike Ahrefs, which originally was built around backlink interpretation and in-depth web crawling, SEMrush was designed as a broader, complete digital marketing platform that combines SEO, PPC, content marketing and reporting generation into a singular platform. Now, the app has evolved over time, and nowadays, regardless of whether you go for SEMrush or Ahrefs, you will be pretty much set for an in-depth SEO implementation strategy.
But, as for the technical strengths, Ahrefs is generally a bit faster at discovering new backlinks, it has an extensive proprietary crawler, and it’s a bit better for link velocity tracking and internal link audits. Therefore, it is recommended for link-building strategy, digital PR and competitor backlink analysis. Our specialized digital marketing agency, as an example, could use Ahrefs for link prospecting or organic competitor research, and make use of it to perform keyword tracking across locations while also performing toxic link audits.
SEMrush
SEMrush, on the other hand, is better for rank tracking, keyword research, PPC data collection and local SEO. SEMrush is built as a broad digital marketing platform, so it tends to rank stronger when it comes to PPC intelligence and in-depth SEO workflow. SEMrush makes use of a wide-scale SERP position tracking system that allows users to monitor keyword positioning across devices with on-demand updates. It’s a bit more useful in this regard than Ahrefs and it also features a hybrid dataset when it comes to keyword research, which makes it easier to assess keyword difficulty and search intent classification.
SEMrush can be used by our agency to reconstruct competitors’ PPC strategies. We can make use of it for the creation of keyword clusters with semantic similarity, which can be huge for boosting your content’s presence in AI-generated previews, and not least, the “ map rank tracking layer” available in SEMrush can be used during local SEO strategies to assess visibility in Google’s local pack.
Where Do They Overlap?
At the end of the day, the debate of SEMrush vs Ahrefs is quite futile when we look at the SEO data infrastructure in use by both programs. Ahrefs and SEMrush use proprietary keyword indexes and in-house web crawlers that refresh at different frequencies. Yes, they are not the same, and the functionality of both programs can be quite different at times.
But for all intents and purposes, in an in-depth SEO strategy, both of them will work just fine. SEMrush and Ahrefs are a great addition to SEO frameworks when it comes to keyword research; they are both useful for backlink analysis, and they both use clickstream and crawling data to approximate Google rankings.
SEMrush vs. Ahrefs vs. Manual Search
Why SEMrush and Ahrefs Show Different Ranking Positions?
In a way, it’s quite normal for SEMrush vs Ahrefs to produce different ranking positions when both programs collect data by using their own proprietary crawlers. SEMrush and Ahrefs don’t perform rank tracking in real-time, but instead they rely on cached SERP snapshots and scheduled crawls to provide a ranking approximation that’s close to the actual position found after a manual Google check.
On top of that, SEMrush and Ahrefs utilize different keyword databases, and the location of the used data set for each keyword might differ between the apps. Unlike Google, which uses real-time user signals, SEMrush and Ahrefs perform rank tracking via different IP pools, and the update latency between the apps will not exactly be the same.
Is one more accurate than the other? No, not really. They are not Google, and they are modeled SERP systems that make use of crawled snapshots for ranking approximations. Truth to be told, when it comes to the usefulness for enterprise-level SEO frameworks, both apps are equally great and should be used concomitantly.
Why Manual Google Search Is Not Always Accurate
This one is actually quite interesting. Google doesn’t work like DuckDuckGo, which is a search engine that doesn’t store IP addresses, track search history, or build user profiles. The search results of two users, who look for the same thing, on similar devices, could be significantly different due to physical location, account activity, language settings, or even search history. Even two users who utilize incognito mode for query searches could obtain significantly different results, even if they utilize the same direct keywords.
The problem with manual searches is that Google utilizes IP-based location signals for the interpretation of front-facing SERP results. One user who searches for “pet supplies” in Vienna will have different results than one who utilizes the exact same search query in Rome. Plus, there are inconsistencies in the SERP layout and timing is an issue, as SERP results are dynamic and the competitive landscape of the industry can make it so rankings for certain sites and keywords can change on a daily basis. Manual searches are fast. But they are not a reliable way to measure ranking consistency.
SEMrush vs Google Rankings
Rankings that are shown in SEMrush will often differ from the live SERP position found in Google results. But that’s expected, as external SEO tools make use of crawling snapshots and don’t provide real-time reflections of ranking data. SEMrush can’t perform rank tracking in real-time for all devices and user locations for a specific keyword. Instead, it uses a predefined keyword database and schedule tracking in order to simulate search conditions and provide a somewhat accurate reflection of rankings.
Sure, it would be more accurate for applications such as Ahrefs and SEMrush to perform rank tracking in real-time. But unfortunately, something like this is pretty much impossible. 1) Querying millions of keywords at once will trigger Google’s robust anti-bot systems. 2) Costs will explode and Google imposes rate limits on the number of SERP pulls you can perform in a particular time frame. Finally, third-party tools don’t have access to the personalized SERP data, which is used by Google for each user.
SEMrush cannot provide ranking snapshots that will be 100% identical to real-time SERP rankings. With that being said, tools such as SEMrush and Ahrefs are useful for reporting SEO performance increases to clients, identifying keyword movements, tracking ranking changes over time, and comparing visibility across competitors.
Ahrefs vs Google Rankings
Just like with SEMrush, ranking in Ahrefs can differ quite substantially from Google’s real-time search results. It’s the same principle. The data collection model of Ahrefs is different; the large-scale crawlers are used for the creation of ranking snapshots and the proprietary keyword index, while accurate in itself, cannot exactly reproduce 1/1 the results registered in SERPs.
In the end, it’s a matter of practicality. No matter the accuracy of the implemented third-party crawlers, and the crawl frequency itself, the lack of access to Google’s personalized data algorithms means that third-party applications can only perform estimations of SERP rankings.
Now, do they get close? Sure. Are these third-party tools crucial for long-term services with a clear positive impact on business success? Absolutely. But they cannot be used for providing a mirror reflection of SERP rankings. Instead, Ahrefs is particularly useful for organic competitor research, content gap identification and keyword opportunity discovery. Ahrefs is less about exact ranking applications and more about understanding the factors that led to SERP rank changes.
Rank tracking
How To Interpret Rank Tracking Data Correctly?
Focus on Trends
Short-term fluctuations in ranking data are normal and can be influenced by many external factors outside of your direct control. However, tools such as Ahrefs and SEMrush can provide you with a reflection of the ranking trends applicable over a longer period. It doesn’t matter if your ranking for a certain keyword has suffered modifications one day after another. It can be a fluke. But declining rankings across the board, for multiple keywords and decreases in CTRs for multiple pages? That’s a pattern, and it should set off alarm bells.
Keep Tracking Settings Consistent
Inconsistent settings between SEMrush and Ahrefs will lead to inaccurate results that will make it hard to properly interpret the gathered data. Now, differences between the two applications are normal, as the crawling agents and keyword dataset in use are quite different. But, for the most part, results between the programs should be similar. You can’t, for example, rank in position 10 in Ahrefs and in SEMrush don’t even break the top 100. That signals a problem with settings, and here you should pay attention to the standardization of country, city, device type, or keyword set.
Use Multiple Sources
Perhaps the golden rule. No single SEO tool provides a complete picture of digital rankings. Do you want to get as close as possible to Google’s real-time SERP positioning, and more, importantly, gather the KPIs necessary for the implementation of down-the-road SEO approaches? Then, utilizing multiple SEO tools at once is the way to go.
Our team, for example, could use SEMrush for rank tracking, GSC to keep track of impressions, and Ahrefs for backlink and competitor visibility interpretation. You can’t just rely on one app. You will limit the scope of the available data.
Why Search Volume, Keyword Difficulty and Backlink Data Differ
SEO metrics differ across the board because they often make use of different data models. Search volume is always an estimate, as neither SEMrush nor Ahrefs performs real-time crawls of Google data. This would be costly, impractical, and pretty much impossible to implement without triggering anti-bot security measures. Instead, third-party SEO tools use clickstream sources and sampling methods to provide an estimation of search volume. Often, it’s quite accurate. But these differences in data models also lead to variations, albeit not huge ones.
Keyword difficulty is also calculated quite differently. Ahrefs, for example, uses the median RD of top-ranking pages and focuses heavily on link quantity. SEMrush, on the other hand, uses top 10 results analysis as a primary KD factor and weights both the quality and the links, as well as their quantity and the domain authority proxies. Ahrefs, for instance, could rate a keyword as being hard if competitors have many backlinks, while SEMrush might rate the same keyword differently, as long as the backlinks are concentrated on a few domains.
In the end, these differences between applications are not errors, but rather are different interpretations of data models that are not exactly identical. Backlink databases are never the same, crawling agents index different parts of the web at different frequencies, and KD is calculated using different methodologies. That’s why, as a general rule, a proper digital marketing strategy should make use of more than one third-party SEO application.
Keyword ranking overview
What Source Should You Trust?
There is no correct source for SEO purposes, as each system, regardless of the used tool, will interpret rankings under different conditions, and therefore will result in different SERP performance indicators. Want to make it simple? Then remember this:
- Manual Google searches are simple to do and they showcase live SERP results. But they are hard to replicate, and they are not relevant for accurate ranking tracking, as there are too many variables involved that can impact SERP positioning. Even two people in the same household who search for the same terms could receive different results due to personal data variations.
- SEMrush is generally better for rank tracking and the generation of in-depth reporting trends. It operates on scheduled crawls, and it’s good for observing directional movements. So, this also has limitations, but it works well for assessing volatility and ranking trends, particularly after algorithm updates.
- Ahrefs is great for competitor analysis and backlink tracking. Just like SEMrush, it makes use of SERP snapshots, and it cannot be used for the generation of real-time ranking data. That said, Ahrefs is great for correlating referring domains with ranking performance, and therefore, it’s the preferred industry tool for diagnosing why ranking modifications happen.
- Not least, GSC, unlike third-party SEO tools, makes use of a dataset provided directly by Google. It can reflect actual impressions, clicks, and CTRs, as they appear for Google itself. But it’s limited, as it doesn’t show keyword rankings in real time. It’s essential for SEO, but position data is averaged, and the queries are sampled and aggregated.
FAQs about SEMrush vs Ahrefs and Google Ranking Differences
1) Why Does SEMrush Show a Different Ranking than Google?
ASEMrush, and Ahrefs for that matter, uses personalized tracking, cached SERP data, proprietary keyword databases, and location simulation in order to make educated guesses about real-time Google rankings. They come close, yes, but third-party tools don’t have access to Google’s personalized, real-time results.
2) Why Does Ahrefs Show a Different Ranking than Google?
ASame basic principle. Ahrefs relies on keyword clustering and crawled datasets, which cannot match Google live results with 100% accuracy. That said, both SEMrush and Ahrefs are fantastic for rank tracking implementation, for one simple reason: they can showcase trends and provide KPI data that can ultimately contribute to the implementation of future marketing approaches.
3) Is Manual Google Search More Accurate than SEO Tools?
ANo, actually quite the opposite. For a search engine such as DuckDuckGo, that doesn’t personalize or fingerprint users, manual searches would represent the golden ticket to SEO data interpretation. But Google is not DuckDuckGo, and two users who search for the same query could have vastly different results even if both utilize incognito mode. Manual Google searches are more immediate. However, they are inconsistent.
4) Which is Better for Rank Tracking, SEMrush or Ahrefs?
AFrom a technical standpoint, SEMrush has a slightly better position tracking system, as it supports geo-specific tracking, uses a keyword tracking database that updates rankings via scheduled crawl schedules, and provides visibility metrics that weight ranks based on SERP feature presence and CTR curves.
5) Which is Better for Backlink Analysis: SEMrush or Ahrefs?
AAhrefs is generally considered a bit more robust when it comes to backlink data interpolation and link analysis purposes. Ahrefs has one of the largest web crawlers after Google; it updates its backlink index more frequently than SEMrush, and it has a robust link graph model that makes use of link velocity tracking.
6) Should I Use Both SEMrush and Ahrefs?
AYes, in fact, this is the approach preferred by the majority of professional SEO agencies, including us at GAMIT. SEMrush and Ahrefs complement each other’s abilities, and together they can be utilized to obtain the KPIs necessary for down-the-road investments in digital marketing approaches. SEMrush is fantastic for report generating, while Ahrefs is great at backlink analysis and generating competitor insights. They work well together, and they should be assisted by the GSC.
Final Verdict: SEMrush vs Ahrefs for Ranking Accuracy
Neither tool is perfectly accurate, but together they can provide the necessary data for the implementation of results-driven SEO changes. SEMrush is considered to be stronger at rank tracking and the generation of reports, while Ahrefs is the go-to application for backlink analysis and competitor research.
Should you use one over the other? Well, that’s up to you, but our agency prefers to use both, as the data influx made possible by the utilization of GSC, Ahrefs, and SEMrush, concomitantly, generates, from our experience, the best possible data for proper rank tracking interpretation.
About Author
Mihai C. Tudorache
I am the president and co-founder of GAMIT. My business administration background is important in understanding our client’s necessities, so my expertise includes building comprehensive and all-inclusive SEO strategies for lead results. Our advanced SEO solutions are developed through extensive analysis and complete SEO improvement audits.
